Welcome to another insightful exploration of the ever-evolving social media landscape. As the digital world continues to morph, so does the impact on content creation, marketing strategies, and professional creatives. Today, we dive into the latest trends of 2023, focusing on the three key platforms making waves: LinkedIn, 'X' (formerly Twitter), and Instagram.
The online world is buzzing with LinkedIn's rise, 'X's stumble, and Instagram's persistent popularity. The rapid shifts in social media usage behaviors are reshaping how content is discovered, consumed, and shared. From the surge in short-form videos to the growing preference for social media platforms for entertainment rather than connection, these platforms are adapting in response to these trends. So, let's dissect these changes and see what they mean for the creator economy and content marketing.
The LinkedIn Leap: A Surging Network in 2023
Let's kick off with LinkedIn, a platform that's seeing a surge in usage this year. A recent poll conducted on LinkedIn, with a hefty 2,433 responses, indicated that a significant segment of users claim to be using the platform "more" or "a lot more" in 2023. While it's important to note that this poll was run on LinkedIn, and consequently, respondents are likely to be active users of the platform, the results are hard to ignore.
These findings align with LinkedIn's own data insights. The platform reported last month that the sharing of original content within the app saw a hefty increase of 41% year-over-year in 2022. This growth trend has continued into 2023, with LinkedIn recording "record levels" of engagement, as reported in parent company Microsoft’s quarterly reports.
LinkedIn seems to be doing something right. The platform may be benefiting from an increase in usage as communities are migrating away from 'X' (formerly known as Twitter). While it may be too early to establish a direct correlation, the marked increase in users turning to LinkedIn more frequently is an interesting trend to follow. This shift could be influenced by a variety of factors, from changes in user preferences to alterations in platform algorithms. Of course, the question remains: What does this mean for content creators and marketers? Stay tuned as we delve deeper into these trends and their implications in the next sections.
'X' in Flux: A Platform's Unpopular Transformation
Moving onto another significant player in the social media sphere, 'X', the platform formerly known as Twitter. It's been a year of change for 'X', with a controversial name change at the helm. A recently conducted poll among 'X' users revealed mixed feelings about the platform's evolution. The most popular single experiential response pointed towards a worsening experience on 'X' in 2023. However, a combined 36.5% of respondents claimed that their experience either improved or remained the same, despite the changes. While the response pool was relatively small (184 responses), it provides an insight into users' perceptions of the renamed app.
Interestingly, many still view the platform as 'Twitter', regardless of its new moniker. This suggests that the rebranding process will likely be a long-term evolution, as users continue to align with 'Twitter' and 'tweets' rather than 'X' and 'posts'. This perception could have far-reaching effects on the platform's engagement levels and overall user activity.
Another noteworthy trend is the reluctance of companies to advertise on 'X'. A LinkedIn poll with nearly 1,500 responses showed an overwhelming negative response towards 'X' ads. This coincides with recent statements from Elon Musk, who noted that U.S. ad spend on 'X' has dropped by a whopping 60% year-over-year. This is a significant increase from the 50% decline in U.S. brand spend he reported back in April. Musk's controversial personal stances, coupled with 'X's shifting approach to content moderation, could be contributing to this hesitance among marketers.
Whether this trend continues or 'X' can diversify its income streams to counter these declines remains to be seen. However, the current state of 'X' presents a unique challenge for content creators and marketers. It's crucial to keep a close eye on these developments and adjust strategies accordingly.
Instagram's Enduring Influence: Replicating Success
Despite the rise of new platforms and the evolution of existing ones, Instagram remains a powerhouse in the social media landscape. This is evident from a recent LinkedIn poll, which received over 3,200 responses. To the surprise of many, given the platform bias of such polls, Instagram emerged as the app people are using more frequently than any other.
Of course, these results are audience relative. Other polls suggest that TikTok is the preferred platform among younger audiences. However, among Social Media Today's audience on LinkedIn, Instagram's continued popularity stands out. This could be seen as an endorsement of Instagram's strategy of replicating features from other apps—a tactic many have criticized, but one that seems to be effective in retaining users.
Consider Instagram's replication of Snapchat Stories, which all but halted Snapchat's growth in 2017, forcing the platform to recalibrate its strategy. Many Instagram users have remained loyal to the platform, choosing it over downloading TikTok and adding another platform to their mix. Replicating features might be viewed by some as an unoriginal approach, but the results are undeniable. The rise of Reels, Instagram's short-form video feature, appears to have had a significant impact on keeping certain user groups aligned with Instagram, rather than spending more time on TikTok.
What does this mean for content creators and marketers? Should they abandon TikTok because people are still on Instagram? That depends on the target audience. Most research suggests that younger audiences are more active on TikTok, but Reels seems to be a more adult-friendly version. Therefore, if your target audience is older users (25+), Instagram might be the more suitable platform. The key takeaway is to keep an eye on these trends and adapt your content strategy accordingly.
Charting the Course: Implications for Content Marketing and Creative Professionals
The trends highlighted by these recent polls offer valuable insights for those navigating the fast-paced world of content marketing and creation. The rise of LinkedIn, the uncertainty surrounding 'X', and the enduring influence of Instagram all carry significant implications for platform choice and content strategy.
LinkedIn's growing popularity, as evidenced by the poll and its own data insights, suggests it could be an increasingly valuable platform for content creators and marketers. With its record engagement levels and potential influx of communities migrating from 'X', LinkedIn offers a rich environment for networking, sharing original content, and reaching a professional audience. This calls for a tailored content strategy that caters to this demographic, leveraging LinkedIn's features to foster connections and share valuable insights.
Meanwhile, the uncertainty surrounding 'X' presents a more complex picture. While the platform's name change has been met with mixed reactions, it's worth noting that a significant portion of users reported their experience on 'X' has either improved or remained the same this year. This suggests that 'X' still holds potential as a platform for reaching audiences, albeit with a more cautious approach given the wariness among advertisers and the ongoing evolution of the platform's identity.
Finally, Instagram's continued popularity, despite its strategy of replicating features from other apps, underscores its importance in a comprehensive social media strategy. Instagram's broad user base and diverse features make it a versatile platform for content creators and marketers. Whether it's leveraging the popular Reels feature to tap into the short-form video trend or utilizing Instagram Stories to share behind-the-scenes content, Instagram offers numerous avenues for creative expression and audience engagement.
As the social media landscape continues to evolve, it's essential for content creators and marketers to stay attuned to these shifts. By understanding these trends and their potential impact, they can better navigate the dynamic social media terrain and craft strategies that resonate with their target audience.
Conclusion: Navigating the Evolving Social Media Landscape
The rapidly changing social media landscape brings with it new opportunities and challenges for the creator economy, content marketing, and creative professionals. The rise of LinkedIn, the stumble of ‘X’, and the enduring popularity of Instagram present key trends that could shape your content creation and marketing strategies.
The increasing trend of using LinkedIn, as evidenced by both poll results and data insights from the platform itself, underlines its growing importance. Its record engagement levels, coupled with its potential benefit from communities migrating from 'X', make it a platform to watch and consider in your content strategy.
Meanwhile, the situation with 'X', despite the negativity surrounding its name change and wariness among advertisers, still holds potential. It serves as a reminder of the need to stay flexible and adaptable, to diversify your platform selection, and to keep a close watch on evolving user behaviors.
Finally, Instagram’s unwavering popularity, despite its strategy of replicating features from other apps, solidifies its place in a comprehensive social media strategy. Its broad user base and diverse features offer numerous avenues for creative expression and audience engagement.
However, it's important to remember that these trends are just part of the bigger picture. The social media landscape is continually evolving, driven by changing user behaviors, technological advancements, and platform-specific dynamics. Staying attuned to these shifts and understanding their potential implications is vital for navigating the complexities of this terrain.
As we move forward, it’s crucial to consider these trends in your strategic planning. Keep an eye out for further updates on social media usage behaviors and trends, and remember - success in this dynamic landscape hinges on your ability to adapt and evolve along with it.
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